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Grey was the incumbent on the business and MediaCom has been handling the media duties so far
Following a multi-agency pitch, Haier Appliances has awarded the creative duties for its corporate campaign and consumer durables brands, which includes refrigerator, colour television, DVD player, washing machine, microwave ovens, dishwashers and air conditioners to Law & Kenneth.
The company has allocated a budget of Rs 35 crore on the marketing of these products. This year the company has increased its marketing budget by Rs 10 crore having spend around Rs 25 crore for the same, last year. The spends have been increased keeping in mind the Cricket World Cup to be played this year besides the Beijing Olympics in 2008. In fact, Haier is also one of the sponsors for the Beijing Olympics.
A lot of brand building activities are on the company's anvil, as it is also looking forward to new product launches across various categories.
With a wide range of products, Haier has attained a stage of critical mass reach, as compared to its Chinese competitors. And now the company a leap forward, both strategically and creatively. This is also why the company had reviewed its advertising duties hoping that the new agency will play a major role in the company’s growth.
In the process, Haier was in search of a creative partner which could build its brand advantageously, keeping in mind the intense competition the brand faces in the Indian market, the international brand persona of Haier and the properties owned by the group.
Anil K Nair, senior vice-president, strategic planning, Law & Kenneth, says, “We have been successful in presenting a sound strategy for Haier for the next few years. Our responsibility would be to look at striking a balance between building and positioning the mother brand Haier, and assembling Haier from a category perspective (different product categories it is present in)."
Charles Victor, executive creative director, Law & Kenneth, who was an active participant while pitching for this business, reveals, “The creative placement for the Haier’s range of appliances will be very distinct. Our presentations went back to some core category truths, which we shall carry forward in our creatives and associate with some product differentiators."
The agency conducted a country-wide research to get a better insight into consumer behaviour and need gaps. The findings of this research formed the crux of the presentation that was submitted to the client, reveals Nair.
Haier Appliances, a wholly-owned subsidiary of the Haier Group, was launched in India in December 2003. It launched an all-India promotion in August 2004, with more than 55 products across six categories.
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